marketing chapter 4
Marketing Intelligence System
The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Data Warehouse
A central repository for data from various functional areas of the organization that are stored and inventoried on a centralized computer system so that the information can be shared across all functional departments of the business.
Customer Touch Point
Any interaction between a customer and an organization.
Mechanical Devices
Are classified according to the means by which they represent data.
Internal Databases
Electronic collections of consumer and market information obtained from data sources within the company network.
Exploratory Research
Marketing research to gather preliminary information that will help define problems and suggests hypotheses.
Causal Research
Marketing research to test hypotheses about cause-and-effect relationships.
Survey Research
The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.
Observational Research
The gathering of primary data by observing relevant people, actions, and situations.
Experimental Research
The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.
Sample
A segment of the population selected for marketing research to represent the population as a whole.
Marketing Research
The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Single-Source Data Systems
Electronic monitoring systems that link consumers' exposure to television advertising and promotion (measured using television meters) with what they buy in stores ( measured using store checkout scanners).
Online (internet) Marketing Research
Collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior.
Online Databases
Computerized collections of information availiable from online commercial sources or via the Internet.
Primary Data
Information collected for the specific purpose at hand.
Secondary Data
Information that already exists somewhere, having been collected for another purpose
Customer Relationship Management (CRM)
Managing detailed information about individual customers and carefully managing customer touch points to maximize customer loyalty.
Marketing Information System (MIS)
People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
Focus Group Interviewing
Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer "focuses" the group discussion on important issues.
Open-Ended Questions
Questions that allow respondents to answer however they want.
Closed Ended Questions
Questions that are followed by a list of possible answers to be selected by the respondent.
Data Mining
Sophisticated analysis techniques to take advantage of the massive amount of transaction information now available.
Descriptive Research
Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.